Godrej plans air freshener launch

FMCG major Godrej Consumer Products Ltd. is planning to launch its international air freshener brand ‘Stella’ in India. According to the company, if launched, Stella will compete with Procter & Gamble’s Ambi Pure. Godrej is evaluating its strategies and necessary business opportunities that the brand can have in the country.

Stella is an air freshener brand owned by Indonesian FMCG major, Megasari. Godrej had acquired Megasari in May 2010.

“Things are still in a nascent stage. We are currently evaluating the necessary business requirements. Godrej has already built up a brand and we need to see whether Stella will be accepted in India or not,” says Tarun Arora, Executive Vice-President, Marketing, Godrej Products. He, however, did not specify any deadline or tentative date for the launch of the air freshener brand.